The impact of social CRM on brand engagement and customer loyalty in the digital age

The research has an aim to analyze the impact of Social CRM on both brand engagement and customer loyalty in the digital age. The research approached primary data sources to collect the responses from the customers regarding their level of customer loyalty and brand engagement based on Social CRM techniques used by the e-commerce companies. Cross-sectional times frame has been used in this research, as data has been collected once. The research used both correlation and ordinal regression analysis techniques. The regression test was conducted at 5% significance level. The findings show that only Social CRM1, which is frequency of customers engagement with brand’s content on social media, has significant impact on overall customer engagement at 5% significance level. On the other, no significant impact of both control as well as independent variables on customer loyalty has been found in this research.